Warning: bad news ahead.
We are all about churches communicating clearly and effectively, in case you were unaware. One great way to do that is through a brand. It ties everything you stand for together and gives it to people in a clear, digestable package. That said, let’s see what our readers said when asked how often their church re-brands.
24% of you make an effort to re-evaluate the way you communicate via branding, but you only do it every five-plus years. Perhaps this is because you feel your brand can be effective for over five years, or perhaps you just rethink things when you eventually find your brand has become ineffective.
15% of you are re-branding every two to four years. This seems ideal. You’re not letting your brand lose its power before you upgrade–keeps momentum and focus both high. It’s also expensive and time-consuming, which is why most churches don’t follow suit. And 2% of you go so far as to re-brand at least once a year. Wow. Sounds busy.
The concerning bit are the 60% who either have a brand from long, long ago or don’t have a brand at all. Branding doesn’t have to be extraordinarily expensive, and it can be outsourced to some degree, so there’s really no excuse. Head here to get started on your brand journey.
This week, tell us: How does your church celebrate Halloween? Click through your RSS reader to vote on the site.
Jonathan Brink
October 22, 2008
I would seriously doubt someone who is rebranding every year understands the purpose of branding. Does their message really change every year? Or do they really not know their message.
I spent seven years in marketing for Fortune 500 companies and this would kill them if they did the same thing. It’s a recipe for confusion.
The purpose of the brand was like a cow brand or a crest to speak the name, image and story with which it is associated. It was supposed to imply ownership and trust. Imagine if ranchers or Irish clans changed their brand every year. Just wouldn’t work.
Meredith Gould
October 22, 2008
I’m trying to imagine even having the branding conversation with anyone (else) in Roman Catholic church communications. Okay, wait. I can imagine it. It’s not going well.
John
October 22, 2008
The problem i find with my church (we’re in the ‘have to have a brand to rebrand’ segment) is that as much as i try to show them the benefit of a brand – i get pushed aside and ignored.
That’s perhaps more annoying than anything else.
Dave Jones
October 22, 2008
Joshua,
I love this article, in fact the responses from Meredith and John, are great, and Johnathan’s is well… I needed that laugh, thank you!
Perhaps we need to create a branding process for ministry leaders, media directors and Senior Pastors. Trying to explain the branding process to the Senior Pastor is like give a new believer a bible and saying can you preach next week to a crowd of 1,000?
Its just not going to work.
The branding process is strategic and subjective to many different variables and interpretations of vision and mission.
This blog is great, but not practical.